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Gemalto opens EMV card personalisation centre in Dubai

Abu Dhabi Islamic Bank is first to benefit from Gemalto’s integrated and tailored support

Gemalto opens EMV card personalisation centre in Dubai
Gemalto is offering banks greater freedom to focus on core activities, says Claudel.

Gemalto, provider of digital security solutions, has opened a new banking card personalisation centre in Dubai, bringing the benefits of locally-based support to the region’s fast developing financial services sector.

The new centre is fully certified by Visa and MasterCard, and offers a one-stop solution for EMV card personalisation and associated services such as PIN by SMS, including the option of same day delivery. Banks will therefore be able to offer their end users an enhanced customer experience, and reap the benefits of improved flexibility, business continuity, reliability, and cost efficiency, the company says.

The first customer to take advantage of the new centre is Abu Dhabi Islamic Bank (ADIB), a leading Islamic financial services group with 88 branches and a presence that extends across the UAE and six other Middle East and European countries. Gemalto will provide ADIB with personalisation services for debit and credit cards, along with an enhanced and fully integrated packaging, fulfillment and PIN mailer service tailored to the requirements of the bank and its clients. As a global company, Gemalto’s new personalisation centre also supports the ability to securely deliver replacement banking cards to VIP customers when they are traveling abroad. 

The opening of the Dubai centre reflects and supports the rapid migration to EMV banking that is taking place throughout a region where cash has traditionally dominated. By 2021 it is predicted that 902 million EMV bank cards will be in circulation in the Middle East and Africa, up from 303 million in 20151. 

“Customers are increasingly demanding an instant, personalized service from their bank and ADIB is fully committed to a program of innovation and digital transformation to meet such expectations,” said Philip King, Head of Retail Banking at ADIB. “ADIB’s collaboration with Gemalto provides our customers with access to a range of seamless and secure card services to further enhance their banking experience.”  

Eric Claudel, senior vice president banking & payment CISMEA at Gemalto notes that the Middle East is experiencing a major shift in the financial services, as citizens recognize the benefits of cashless transactions and banks pioneer a range of innovative digital products and services. “Employing highly innovative technology, our new centre offers a 360º solution that will keep banks at the forefront of this rapidly changing market, facilitating broader commercial strategies and providing greater freedom to focus on core activities,” Claudel says.

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